What is URL?
URL (Uniform Resource Locator) is the complete web address that specifies the location of a page on the internet. In SEO, URLs serve as important signals to search engines about page content and site structure, with clean, descriptive URLs improving both search visibility and click-through rates.
Ecommerce SEO Glossary > On-Page SEO > URL
What You Need to Know about URL
Keep URLs Short and Descriptive
Concise URLs with clear keywords perform better in search results. Remove unnecessary parameters, dates, or characters that don’t describe the page content.
Use Hyphens to Separate Words
Hyphens improve readability for both users and search engines. Avoid underscores, spaces, or special characters that create parsing issues in URLs.
Include Target Keywords Naturally
URLs with relevant keywords help search engines understand page content. Place primary keywords near the beginning without keyword stuffing or forced repetition.
Maintain Consistent URL Structure
Organized URL hierarchies reflect site architecture and improve crawlability. Consistent patterns help search engines understand page relationships and content organization.
Avoid Dynamic Parameters When Possible
Static URLs with clear paths outperform parameter-heavy dynamic URLs. Excessive parameters create duplicate content issues and make URLs difficult for users to remember.
Use Lowercase Letters Only
Mixed-case URLs can create duplicate content problems since servers may treat uppercase and lowercase as different pages. Standardizing on lowercase prevents indexing issues.
Frequently Asked Questions about URL
1. How do URLs affect search rankings?
URLs provide context signals about page content. While not a major ranking factor, descriptive URLs with relevant keywords support overall page optimization and improve click-through rates.
2. Should I change old URLs for SEO?
Only change URLs when significant SEO benefit outweighs redirect costs. Implement 301 redirects properly, monitor traffic changes, and avoid unnecessary URL changes that risk losing established authority.
3. What’s the ideal URL length?
Keep URLs under 60 characters when possible. Shorter URLs are easier to share and remember, though content clarity matters more than hitting a specific character count.
4. Do URL parameters hurt SEO?
Excessive parameters create crawl inefficiency and duplicate content risks. Use URL parameter handling in Google Search Console and prefer static, readable URL structures for important pages.
Explore More EcommerCe SEO Topics
Related Terms
Let’s Talk About Ecommerce SEO
If you’re ready to experience the power of strategic ecommerce seo and a flood of targeted organic traffic, take the next step to see if we’re a good fit.